5 marketing lessons from a pro bono project

I’ve been working on a pro bono project for the last few months that has taught me a lot that we can all apply to our marketing. Here are a few lessons: 1. You can’t assume a connection to your audience:  You have to earn the type of relationship you hope to have with your audience. If you assume that …

Intersections with value

Businesses find themselves surviving, thriving, or failing at the intersection of three points… Strategy Messaging Operations If you were to draw a straight line and label the bottom low value and the top high value, you would see that the organizations that are doing well have these three functions meeting higher up the value scale.  By the same token, if …

Reinventing your brand, the HRC version…

One of the images that has played out on American TV all week is that of Hillary Clinton reintroducing herself to the public.  And, this post isn’t meant as a political statement…but it does provide a good opportunity for me to talk about how you can reinvent your brand, even if you are extremely well known.  1. Be Open: One …

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A quick guide to crisis communications

Most of the time we aren’t going to be confronting a public crisis… But on occasion, the situation might arise. So, I thought I would give you a few principles to help tackle this kind of situation really quickly… 1. Stop: Too many times leaders and companies get themselves in trouble by rushing to make a statement or take an …

Rand Paul vs. Washington?

On Tuesday, Rand Paul kicked off his campaign for President in Kentucky. There is a lot of talk about the “outsider” themes of his campaign and the fact that it is tough to be an outsider because he is in Washington as a Senator.  This misses the fundamental idea of marketing…which is that your marketing and messaging has very little to …

Pyramid of Value to Marketing/Branding Efforts

I have been working on creating a visual to present to my clients…which shows a triangle of business communication value.  Since I don’t have it mapped out for you, I will describe it…and I think you will have better success thinking it through than if I just drew it up for you right now.  At the top of the pyramid …

#1 Marketing Mistake

Most of the time, your biggest marketing mistake is assuming that your message is desired or wanted. Typically it is not. That’s why it is pretty frustrating to see millions and millions of dollars wasted on poorly written, poorly targeted marketing.  Here’s the simple thing, if you are selling a service, a product, or yourself to a business decision maker, …